For decades, the Jeep Wrangler and Toyota 4Runner have dominated the off-road, body-on-frame SUV market. However, in 2020, Ford reignited competition by reintroducing the Bronco, sparking excitement among enthusiasts. Now, four years later, sales figures reveal that the Bronco is making a significant impact, challenging both the Wrangler and 4Runner for off-road supremacy.
In Q4 2024, Jeep Wrangler sales rebounded, rising 26.82% year-over-year, with 38,085 units sold compared to 30,030 in Q4 2023. With potential interest rate cuts on the horizon, Wrangler sales may see further growth. However, with a major refresh expected in the next two years, sales could plateau before the next-generation model arrives.
Meanwhile, the Ford Bronco continues its upward trajectory, with Q4 2024 sales surging 126.98%—32,224 units sold compared to 14,197 in Q4 2023. Despite the initial hype settling, the Bronco’s increasing sales raise an interesting question: Is it stealing market share from the Wrangler, or is the body-on-frame SUV segment simply growing?
Toyota’s 4Runner, on the other hand, saw a dramatic 90.92% decline in Q4 2024, largely due to anticipation of the all-new next-generation model launching in 2025. Historically a strong performer, the 4Runner is expected to challenge both the Wrangler and Bronco once its updated version hits the market.
With the arrival of the new 4Runner, the Bronco’s mid-cycle refresh, and a fully redesigned Wrangler expected by 2027, the competition in the off-road SUV space is only intensifying. The next few years will be critical in determining which brand will dominate this ever-evolving segment.
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